Mintel reports – E-cigarettes

Apr 2, 2015

Whilst sales of E-cigarettes continue to charge ahead, it seems the smoking cessation market is smouldering as a result. Indeed, new research from Mintel reveals that the smoking cessation market in the UK is predicted to have shown a decline in value for the first time in 2014, falling by an estimated 4% to £130 million, down from £136 million in 2013. In comparison, the E-cigarette market is estimated to have grown by 4% in 2014, reaching an estimated £201 million, up from £193 million in 2013. Furthermore, although the debate around the usage of E-cigarettes is ongoing, it seems that users are in agreement over the merits of using the device to kick the habit of smoking. Over four in five (82%) E-cigarette users say that using the device is a good way to cut down on smoking and 78% agree using the device is a good way to quit.

Today, a third (33%) of UK consumers say they regularly smoke cigarettes, with 40% of this group also vaping. In addition 13% of Brits who used to smoke say they now vape. Two-thirds (67%) of Brits have never vaped. Moreover, it seems that of those who are choosing to use E-cigarettes to stop smoking, it is less of a short-term fix than a long-term endeavour. Of those who used E-cigarettes to quit smoking, just a third (33%) say they used them for 0-3 months, whilst almost a quarter (23%) said they used them for 7-12 months and one in 10 (11%) say they used them for more than 12 months. What is more, half (50%) of those who have used E-cigarettes to quit smoking said they used the device continuously compared to 50% who used them off and on. One in five (19%) smokers are currently trying to quit, with 58% of this group currently vaping. Rather than going cold turkey, most consumers are using smoking cessation methods to kick the habit. Just two in five (40%) of those who have or are trying to quit smoking have never used any smoking cessation methods, but this rises to 58% of over-65s. Suggesting however that it is younger consumers who are relying more on smoking cessation methods, just one in four (24%) 18-24’s who are current or past quitters say they used no methods to quit smoking.

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